eretail europe - eamon fitzgerald - naked wines
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…a truly social business
@NakedWines@grape_escape
What’s next? Where will growth come from?
This is what I thinkThe biggest engine of future growth will be……The Social Business
In four-and-a-bit years, we have…
Acquired 500,000 new customers…
Invested over £40m into independent winemakers
Shipping over 25,000 bottles of wine… a day!
Grew sales by 54% in 2012
And we’re profitable.
While competing against…
Social Business vs Traditional Business
Vicious Circle Virtuous CircleConfrontation CollaborationConsumption CreationCustomer CommunityTransaction RelationshipInvest in sales Invest in talent
How?
Carmen Stevens
- First black woman to graduate from winemaking school in South Africa
- Angels got together to raise £120K in 8 hours
- Her dream came true to be her own boss and make wines under her own name
Katie Jones
- Vandals destroyed her entire white vintage while she was at a wine fair in March
- One month later, 2,500 Angels raised £200k in 5 hours to get her back in business
Rod Easthope
- Chief winemaker at iconic winery Craggy Range
- Best fruit, facilities and tools at his disposal in New Zealand
- Angels got together to raise £140K in 24 hours
Why do we do it?
Vicious Circle Virtuous CircleSuppliers • Screw suppliers into the
ground in search for lower prices
• Pass selling costs onto suppliers
• Invest in suppliers so they can improve quality
• Remove selling costs
Customers • Identify best customers – and then fleece them
• Best deals to best customers
Staff • Outsource, downsize, right-size
• Make all staff shareholders – so that they share in the value they create
Why would people hand over money for a wine they’ve never heard of?
And we’re not alone
We involve our customers in everything we do
Try not selling
•
Tell people the wines they
WON’T like
And finally, could you use…
£100,000
…of free wine to help you sell what you sell?